significant attention with a PWYW after-Christmas sale that featured clear framing of PWYW pricing options set at three discrete levels that provided 1) only cost recovery, 2) basic overhead recovery, or 3) full sustainable investment. In 2017, a BIG4 Holiday Park in Australia ran a PWYW pricing strategy for the month of August. In 2019, Michael Stipe's debut solo single, "Your Capricious Soul", was offered for under a PWYW model, with a suggested price of 77 cents. Bandcamp, a web service where musicians (typically bands) sell their music to fans or can just upload them for streaming, also allows fans to name their own prices when purchasing music and bands are given the option to set minimum prices for their music and buyers can pay as much over the minimum as they choose to. From 2006-2007, the Terra Bite Lounge coffeehouse in Kirkland, Washington employed a pay what you want approach for its first year of business, after which it changed to fixed pricing. The coffeehouse has since closed. Research After the Radiohead experiment, economics and business researchers began a flurry of studies, with particular attention to the behavioral economics aspects of PWYW—what motivates buyers to pay more than zero, and how can sellers structure the process to obtain desirable pricing levels? The first studies appeared in 2009: Kim et al. and Regner and Barria. In 2010, a large-scale experiment was conducted in an amusement park. Ayelet Gneezy, Uri Gneezy, Leif D. Nelson, and Amber Brown tested the effectiveness of PWYW by selling roller coaster photos to park visitors. Their results show although many more people bought the photo under a PWYW model, the average price paid is very low ($0.92), resulting in no income increase for the firm. However, when PWYW was coupled with a charitable cause (buyers were informed they could pay what they wanted AND that half of the paid amount would be donated to a patient support organization) the average amount paid increased substantially (to $6.50). This significantly increased the firm's income, as well as generating a substantial charitable contribution. In a 2012 follow-up research paper, Gneezy and colleagues found PWYW may deter some customers from purchasing. Their results show: "individuals feel bad when they pay less than the 'appropriate' price, causing them to pass on the opportunity to purchase the product altogether". In a series of controlled laboratory experiments, Klaus M. Schmidt, Martin Spann and